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Title: As clothing and accessories retailer Gap, Inc attempted to carry its brand to greater heights, ... Post by: Roshni411 on Mar 1, 2018 As clothing and accessories retailer Gap, Inc attempted to carry its brand to greater heights, executives felt that a great way to refresh the company's logo would be to change it all together. However, perhaps even quicker than the initial decision to change the logo, the masses reacted so negatively to the change that the company went back on its decision. A number of consumers stated that the new logo looked cheap, like a crummy PowerPoint presentation, and that was all company executives needed to hear. Gap admitted that the idea of changing the company's logo was probably not the right move nor was it the right time to do so. The company will look for other ways to develop the brand. Clearly, Gap's reaction to consumer sentiments serves as proof that the company cares a great deal about consumer thoughts and opinions. Gap's loyal customers generally believed the company's products are high-end and sophisticated.
Judging by the initial responses, consumers felt Gap's new logo represented lower-end products, and would, therefore, appeal to a lower social class. This concept of differing social levels is called: a. cognitive dissonance. b. advertising clutter. c. stratification. d. cultural capital. Question 2 You open up your laptop to begin writing a term paper for your English literature class. You do a quick Google search on a few key phrases involving Shakespeare, Dickens, and Hemingway. But before you go further, you play a few video games, check your email, visit a couple of music websites, take a cyber tour of a new sports stadium, go to a coupon site, solve a murder mystery, go back to Google to check out a big name in the news, submit a slogan for a new local restaurant, and read a couple editorials on a magazine site. Then, you figure it's time to get down to work. When you clicked off the coupon site, an ad remained on the screen with bright colors, large letters, and a 2 coupon for a frozen pizza. This is known as a . a. direct email b. pop-under ad c. pop-up ad d. splash screen Question 3 As clothing and accessories retailer Gap, Inc attempted to carry its brand to greater heights, executives felt that a great way to refresh the company's logo would be to change it all together. However, perhaps even quicker than the initial decision to change the logo, the masses reacted so negatively to the change that the company went back on its decision. A number of consumers stated that the new logo looked cheap, like a crummy PowerPoint presentation, and that was all company executives needed to hear. Gap admitted that the idea of changing the company's logo was probably not the right move nor was it the right time to do so. The company will look for other ways to develop the brand. Clearly, Gap's reaction to consumer sentiments serves as proof that the company cares a great deal about consumer thoughts and opinions. Gap's logo had been extremely popular, and most of its customers recognized and used their products for years. This is an example of . a. brand loyalty b. variety seeking c. advertising clutter d. cognitive dissonance Question 4 You open up your laptop to begin writing a term paper for your English literature class. You do a quick Google search on a few key phrases involving Shakespeare, Dickens, and Hemingway. But before you go further, you play a few video games, check your email, visit a couple of music websites, take a cyber tour of a new sports stadium, go to a coupon site, solve a murder mystery, go back to Google to check out a big name in the news, submit a slogan for a new local restaurant, and read a couple editorials on a magazine site. Then, you figure it's time to get down to work. In running keyword searches using Google, you took part in a common practice. Advertisers could make use of this by paying Google and making them: a. display ads on a site after a page has been requested but before it has loaded. b. place ads in or near relevant search results based on key words. c. track the users who use specific keywords over and over again. d. measure the click-through rates of the ads that are placed. Question 5 Which of the following demonstrates the way we pick up phrases or slogans from advertisements and commercials, then make them part of our everyday conversation, and ultimately part of our popular culture? a. Make my day.. b. How are you? c. Yes we can.. d. Just do it.. Question 6 When the social networking/gaming website, Foursquare, was launched in 2009, it was only accessible to residents in 100 U.S. cities. One year later, an updated version of the service allowed check-ins from locations all over the world, and has over 500,000 users internationally. The site which allows registered users to connect with friends and update their location receives over one million check-ins per week. When users visit a particular store their profile is automatically updated, and they can share their feelings about their experiences. The site now holds partnerships with over 800 establishments worldwide, and high-profile partnerships with the Bravo Network and The New York Times have greatly increased the site's popularity. As the number of Foursquare users increases, so will the marketing efforts to appeal to the visitors of the site. Many of the site's users access the site via their cell phone, and companies are forced to create advertisements to fit these media channels. These advertisements are examples of: a. intrusive marketing. b. mobile marketing. c. viral marketing. d. splash marketing. Title: As clothing and accessories retailer Gap, Inc attempted to carry its brand to greater heights, ... Post by: Larry on Mar 1, 2018 c b a b d b Title: As clothing and accessories retailer Gap, Inc attempted to carry its brand to greater heights, ... Post by: Roshni411 on Mar 1, 2018 Thank you for being such a great website leader! All of your answers were right.
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